Mitsubishi Electric Global Brand Media
- Client
- Mitsubishi Electric
Redefining Global Branding for Mitsubishi Electric with a Borderless Operating Model
Summary
Mitsubishi Electric operates across the broadest business scopes of any company in the world, spanning from home appliances to space technologies. Yet internationally, the company faced a key challenge: a lack of a clear or unified brand perception.
We were brought in to solve that. Working across strategy, content, media, and optimization, we developed a borderless operating model that moves away from corporate self-promotion toward an editorial approach. Activities from offices around the world are continuously transformed into globally relevant content, through an independent, third-party perspective.
An international media editorial team was integrated into the process, ensuring consistent quality and a scalable output of globally relevant content.
Challenge: Unifying Brand Perspective Across Markets
Mitsubishi Electric operates across an exceptionally broad range of industries, from home appliances to space technologies. However, brand perception varied widely depending on region and audience.
General consumers recognized the company as a home appliance brand. Factory automation (FA) clients identified it as an FA solutions provider. Space industry stakeholders associated it with aerospace capabilities. Each audience perceived only a partial view of Mitsubishi Electric’s business. At the same time, communications were managed independently across business units, creating fragmentation and limiting the development of a unified global brand strategy.
Approach: Designing a System for Continuous Branding
Many global branding initiatives stall after the strategy stage. We designed this engagement specifically to avoid that, building a system that can run continuously.
Grounded in Mitsubishi Electric’s commitment, “Changes for the Better,” we created a model that treats activities across global offices as a continuous source of story ideas. Regional headquarters around the world were positioned as content hubs, and we developed structured briefing tools so that local teams, even those with no prior content creation experiences, could contribute. Story generation was no longer dependent on individuals, but infused into operations.
To tie output and performance together, we built a fully custom dashboard integrating data across content, paid media, and social media, enabling a comprehensive PDCA cycle for ongoing optimization.
Creative
Developing High-Quality, Enjoyable Contents
To ensure content quality and resonation across markets, an international media editorial team was integrated into the development process.
Rather than producing brand-led messaging, each piece was evaluated from an independent, third-party perspective, assessing whether a story holds genuine relevance and value for a global audience.
This editorial standard was applied consistently, with headlines, visuals, and platform design continuously refined through structured PDCA cycles.
We also partnered with Media Growth, specialists in owned media audience development, to optimize the platform, from content discovery to user retention.
Impact
Enabling Unified Communication Across Borders
We established a comprehensive system spanning content planning, production, media distribution, and social media management, driving sustained traffic to the owned media platform. Monthly users grew 4×, cementing its role as a central global branding platform.
By unifying communication across business units, countries, and regions, we contributed to a more integrated global brand image. Through building a system in which content is continuously and consistently produced, we established a sustainable branding structure, one that does not rely on the efforts of any single individual.
K&L’s Value Proposition
Planning
- ・Strategy development
- ・Workshops
Execution
- ・Global advertising placement
- ・Content development and management
- ・Media partnerships
Website
Articles
Social Media